How to create landing pages for real estate
1. Choose the type of landing page you need
In order to begin, it is crucial to have a grasp on the various real estate landing page varieties. The three primary types encompass:
- Home valuation: This type of landing page lets users type in their address and get a quick idea of how much their home is worth.
- Buying/selling websites: These websites are where buyers and sellers go to place listings online, including Zillow or Redfin.
- Free content: This landing page is usually targeted toward those who want to start working in the real estate industry or are in the beginning stages of buying/selling. You can place free content on a landing page to get leads to download the offer so when the time comes to buy or sell, they think of you.
The process and design will vary slightly depending on the type of landing page required.
2. Use a simple lead capture form and search function
The main objective in designing a landing page for real estate is to obtain leads using a lead capture form that requests necessary information, such as name, email, or phone number. The initial requirement for achieving this is to prominently feature straightforward search functionality for home purchasing/selling or home valuation in your design.
When designing a landing page for free content, a search function is not necessary, but a user-friendly and straightforward lead capture form is essential. It is also crucial to prominently incorporate this form into your design.
With Zillow, the home page features an uncomplicated search function that enables homebuyers to easily search for houses in specific areas. This minimalist approach maintains a clean site layout and eliminates any distractions, effectively emphasizing the call to action and encouraging people to explore the site.
3. Always pay attention to curb appeal
Just like the significance of curb appeal in the real estate market, your landing page also plays a crucial role. Utilize appealing and sharp visuals to stimulate potential home buyers’ imagination about their future life in the property you are offering. By achieving this, the chances of conversion for these buyers increase.
The significance of the visual design on your landing page surpasses that of typical landing pages. Should individuals dislike the landing page’s design, their negative perception might extend to the entire house due to the obstructing effect of subpar web design.
4. Write honest copy
When writing the copy for each house, it is important to be truthful. Ensure to provide comprehensive details and employ vivid adjectives that help create a visual image for potential buyers. However, refrain from exaggerating the information.
If you are not honest in your copy, visitors to your house will quickly discern what is true and what is false. Consequently, people will be reluctant to collaborate with you due to the lack of trust. It is advisable to utilize concise and impactful copy that gets straight to the point.
When making the decision to buy or sell a home, it is crucial to consider that it carries significant financial and personal implications. Establishing trust between yourself and potential customers/clients is paramount.
5. Include testimonials
While the majority of individuals begin their home purchasing process online, referrals remain the most common way people engage the services of real estate agents. Statistics demonstrate that 42% of sellers who employ real estate agents discover them through referrals, and a substantial 82% of all real estate transactions originate from referrals. Consequently, customer testimonials and reviews hold great significance. Ensure your landing page incorporates testimonials to instill trust among visitors.
Placing testimonials near your CTA is highly recommended as it encourages people to click on your form. Additionally, badges or awards can be placed on your landing pages to create a sense of professionalism and credibility.
6. Highlight the benefits of your offer
If your landing page varies in type, it may be necessary to accentuate the advantage of your content offer. For instance, in the case of having a home valuation calculator, it becomes crucial to craft a copy that underscores how it empowers sellers in the process. Similarly, if you are providing a complimentary checklist or ebook, elaborate on how it assists individuals in the buying or selling process.
By communicating your value effectively, you will be able to inspire your leads to convert.
7. Be personal
It is crucial to consider the purpose of your landing page. Depending on whether it is designed for home valuation, buying/selling, or content offers, its appearance will vary. The primary goal of developing a landing page is to provide a personalized experience for individuals interested in specific offers.
This is why landing pages are distinct from your regular website as they direct customers towards their desired actions such as searching for a home or contacting an agent.
In addition, it is important to customize the design of your landing page to cater to each viewer’s experience. This implies that your page should be properly optimized for mobile, tablet, and desktop usage. Moreover, offering an app can also facilitate returning visits from your visitors whenever they are in search of a new home.
Effective real estate landing page examples
Buyer Leads
Vanessa Frank
The reason for its effectiveness: This specially designed landing page serves as a destination to direct paid advertisement traffic and generate leads for potential buyers. It includes a form for capturing leads, prompting visitors to promptly provide their information in order to proceed.
Prospect Real Estate
The reason it is effective: With its excellent design, this real estate landing page showcases the entire collection of available listings from the brokerage within a specific area in Austin. Upon clicking on a property, individuals are promptly redirected to a page where they are requested to provide their contact information in order to access the property particulars.
Gianni Sammarco
The reason for its effectiveness lies in its ability to appeal to the modern luxury buyers in Las Vegas through the use of impactful visuals, transparent language, and clear advantages. Furthermore, it successfully captures leads by employing a single call to action.
Wow Real Estate
The landing page is effective because it showcases visually striking featured listings that align with Wow Real Estate’s branding. Additionally, it provides information about Puerto Rico that emphasizes the team’s expertise in the area. Furthermore, the page includes a compelling message targeting a specific audience, highlighting the appealing tax incentives in Puerto Rico for “online entrepreneurs and service providers who have U.S. businesses, employees, and clients.” Lastly, it incorporates a single, straightforward call-to-action to generate desired outcomes.
Seller Leads
Clearview Realty
The reason for its effectiveness: By providing a complimentary home assessment, potential sellers are enticed to input their address and contact details right away in order to access this valuable information. The webpage is designed to be straightforward, concise, and easily understood.
Kendrick Guehr
The reason it is effective is that it addresses the concerns of the target audience by using clear language and highlighting the benefits, thereby establishing greater credibility compared to a Zestimate. The landing page also provides testimonials as social proof, showcases recent transactions to strengthen Kendrick’s track record and expertise, and includes a singular call to action.
Jesse Dougherty
The reason for its effectiveness: Likewise, this landing page targets a particular group of people, effectively tackles the worries of home sellers, showcases testimonials and recently-sold properties to strengthen Jesse’s knowledge, emphasizes listing services, and incorporates a straightforward call-to-action.
Mayer Realty Group
The reason behind its effectiveness: Convincing messaging about what to anticipate alleviates the concerns of homeowners who value privacy. Simultaneously, striking visuals showcase the team’s history of handling luxurious properties, and a single call-to-action motivates leads to take action.
How to create high-converting real estate landing pages
Alright, now that you’re convinced about the importance of building real estate landing pages, these nine tips are here to guide you in creating effective ones.
1. Determine your target audience
When deciding what content, visuals, and CTAs to include on your real estate landing pages, it is important to take into account your target audience. Start by identifying your ideal client to determine their needs and preferences. If someone clicks on your ad and ends up on this page, it is crucial to understand what they are seeking and what queries they may have.
By carefully considering this, you will be able to design a landing page that addresses their needs and inquiries, thereby increasing the chances of them providing their contact information or arranging a meeting with you.
Imagine sending an email campaign to raise awareness about a new listing. The landing page should focus on providing additional details about that particular listing, rather than offering a free buyer consultation.
Similarly, the desired action should be to arrange a viewing for the listed item, instead of requesting an initial call with you. Employing a standard approach to landing pages is unlikely to generate the necessary conversions for your business, hence it is essential to consider your target audience and communicate effectively with them.
2. Write a strong headline
When a visitor comes to your landing page, the initial element they should encounter is a straightforward and succinct headline that effectively captures the essence of your offering or the question you intend to address.
If you intend to expand your email list by attracting more potential clients, you could implement a social media ad campaign to advertise a complimentary property value estimate. In such cases, the headline for your ad campaign could say, “Uncover the true value of your home.”
Make sure to make your landing page headlines concise and easy to understand. Aim for approximately ten words or two lines of large text at most. Remember that visitors may only read this copy, so make it impactful.
3. Make a compelling offer
The hope is that this step will smoothly follow the planning you have already completed for your ad or email campaign. You should focus on two primary questions:
What is your objective? This could include obtaining email addresses, arranging phone calls for introductions, scheduling buyer consultations, or organizing showings.
What do you have to offer in exchange? It could be neighborhood guides, homebuyer tips, or market updates.
Ensure that what you’re providing is valuable to the particular group you are targeting. If your advertisement revolves around making money through a real estate sale, avoid providing irrelevant resources on making competitive offers for a house. Instead, consider the queries your audience might have and tailor your offer to address them.
Your landing page aims to persuade individuals that the value of what you are providing justifies what you are requesting. However, it does not have to be excessive. By offering a free neighborhood guide in return for an email address, you can create a simple document comprising professional photographs and brief descriptions of each area.
4. Get to the point
When creating a landing page, it is important to avoid burying the main point within lengthy paragraphs of text. Instead, aim to keep the content concise and impactful, while still effectively conveying the value of your offer. Utilizing the provided examples and various landing page templates available online can assist in determining the appropriate amount of text to include.
5. Keep things simple
Every landing page should have a distinct call to action along with a form. This is the section where visitors can provide their address and email to receive an estimated property value, complete a Calendly form to schedule a buyer consultation, or provide their email address in return for a beneficial PDF.
To ensure a high-performing landing page and avoid visitor abandonment due to perceived time and effort, it is essential to keep the fields in these forms to a minimum and make them as straightforward as possible (usually limited to first name and email address).
6. Lean on social proof
It is quite natural for people to be cautious when it comes to sharing their email and home addresses. To build trust, it is beneficial to feature client testimonials and social proof in close proximity to your call to action and lead capture forms. However, it’s essential to keep them concise to ensure readers actually go through them. Furthermore, your landing page presents an ideal opportunity to showcase any certifications, awards, or badges you have received.
